TECHNOLOGY

SURVEY 2016

A SNAPSHOT OF TECHNOLOGY Wi-Fi

DEPLOYMENTS AT LARGE SPORTING DAS
Analytics
AND ENTERTAINMENT FACILITIES,
Fan Engagement
WORLDWIDE INCLUDING: Digital Signage
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Welcome to the 2016 State of the Stadium Technology Survey, the fourth product of the
partnership between the SEAT Consortium and Mobile Sports Report!

As founders of the unique event that is SEAT, and the informative news and analysis outlet that
is Mobile Sports Report, we are excited to bring you our fourth version of this method of
highlighting what we think is one of the most valuable parts of our community: Its willingness
to share information, so that all may learn and advance the understanding and deployments of
stadium technology. We would also like to thank title sponsor JMA Wireless, whose contribution
allows us to distribute this report free of charge to SEAT attendees and on the web.

Input from more than 80 respondents representing arenas that host the top U.S. professional
league teams, including the NBA, NFL, Major League Baseball, the NHL, as well as top U.S.
university facilities for basketball and football, European and U.S. professional soccer teams,
professional golf and car-racing venues provides a clear snapshot of how teams are deploying
technology to both improve the fan experience while helping increase business opportunities.
Wed like to thank the many SEAT attendee organizations who participated in the survey, and we
hope you find the State of the Stadium Technology Survey for 2016 another invaluable asset from
SEAT and Mobile Sports Report!

Christine Stoffel, CEO/Founder

SEAT (Sports & Entertainment Alliance in Technology)

Paul Kapustka, Founder & Editor

Mobile Sports Report

IN THIS ISSUE:
WiFi TECHNOLOGY REPORT... Page 4
DAS TECHNOLOGY REPORT... Page 8
ANALYTICS REPORT... Page 13
FAN ENGAGEMENT REPORT... Page 16

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 3

 Wi-Fi: MORE VENUES,
MORE BANDWIDTH
THE MSR TAKE: With more than 75 percent of More teams and schools are getting on the
our respondents telling us they have full fan- analytics bandwagon, with one key stat
facing Wi-Fi up from 65 percent last year teams who said they arent tracking fan Wi-Fi
its clear that more venues are seeing Wi-Fi as a behavior in any way dropped to 27 percent
necessity, not an option. Like last year, the from 35 percent a year ago.
question does remain, however, if what youve
got is enough. Already this summer we are THE BOTTOM LINE: Increasingly, stadium tech
hearing of teams who started with Wi-Fi four operators agree that having Wi-Fi in your
or five years ago doing full upgrades to newer venue is no longer an option, with the reach
systems as fan demands continue to grow, of Wi-Fi continuing to grow. Though DAS
without a top in sight. technology is also improving, we still see proof
that Wi-Fi is the only technology out there that
Venues are clearly responding to fan needs for can handle the growing wireless demands in a
more bandwidth another interesting stat to cost-effective manner, while also providing an
emerge in this years survey is that 62 percent avenue to harnessing digital-usage data that may
of venues are reporting fan-facing Wi-Fi speeds prove profitable in ways not seen yet. -MSR-
of 5 Mpbs or greater, up from 39 percent a
year before.

What is the current state of Wi-Fi networks at your venue?

High quality Wi-Fi to all seating areas 75.30%

High quality Wi-Fi to premium seating only 8.20%
Wi-Fi for internal operations only 5.50%
New Wi-Fi network under construction/active planning 11.00%
No Wi-Fi network currently installed 0.00%
70 responding

How long has your facility had public Wi-Fi?

First year 13.30%

1-2 years 25.30%
3-4 years 30.70%
5+ years 17.30%
N/A 13.30%
75 responding

4 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

What was the total cost of your venue's Wi-Fi deployment?

< $1 million 21.90%

$1 million -- $3 million 21.90%
$3 million -- $5 million 8.20%
$5 million -- $10 million 5.50%
> $10 million 1.40%
Free (paid for by third party) 6.80%
Decline to answer 34.20%

73 responding

Who pays for Wi-Fi installation, operation, and network services

at your facility?

Stadium owner/operator 61.60%

Major wireless carrier 4.10%
Owner/carrier partnership 16.40%
Third party operator 5.50%
Decline to answer 12.30%
73 responding

What is the average download/upload speed of your Wi-Fi service to fans?

< 1 Mbps 1.40%

1-5 Mbps 23.30%
> 5 Mbps 61.60%
N/A 13.70%
73 responding

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 5

 What percentage of your fans connect to the Wi-Fi (per game average)?

0-10 percent 15.90%

10-20 percent 31.90%
20-30 percent 27.50%
30-40 percent 18.80%
40+ percent 5.80%
69 responding

What do your fans use Wi-Fi services most for?

General Internet access / email 23.20%

Social media updates 47.80%
(Twitter, Facebook, Instagram, SnapChat)
Replays via team or stadium app 0.00%
Ordering food/concessions/souvenirs 0.00%
Not currently tracking user activity 29.00%
69 responding

Does your facility Wi-Fi extend outside the stadium to

parking or nearby public spaces?

Yes 38.90%
No 61.10%

72 responding

Where are Wi-Fi access points located?

Overhangs/ceilings 98.60%
Underneath seats 21.10%
Railings and other vertical in-bowl supports 52.10%
On towers/antenna mounts 29.60%
Under floors 4.20%
71 responding

6 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

 How many Wi-Fi access points are in your venue?

0-200 22.20%
200-400 40.30%
400-600 8.30%
600-800 9.70%
800-1000 8.30%
1000+ 11.10%
72 responding

What are your Wi-Fi upgrade plans?

Yearly 7.20%
Every other year 1.40%
Every 3 years 26.10%
Constantly, as needed 65.20%
69 responding

What is your current backbone bandwidth?

< 1 GB 21.40%
1-5 GB 42.90%
5-10 GB 14.30%
> 10 GB 21.40%

nearly 70 responding

39%of respondents
provide WiFi outside
of their facility

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 7

 CAN DAS DO IT ALL?
THE MSR TAKE: With our survey results showing
DAS penetration at 95 (up from 80 percent last
year) percent of all venues, its pretty clear that
stadium owners and operators are taking
advantage of the simple fact that carriers need
to pay for DAS to ensure their paying customers
can stay connected. The question for some
venues on the DAS front is whether or not DAS
can do it all, as advances in DAS and small cell
technology seem to be making DAS an option
especially at venues that only have a small
amount of events per year.
Churchill Downs is perhaps the poster child in
the DAS-only movement, as it goes from 10,000
to 20,000 guests at regular events to 170,000 for
the Kentucky Derby weekend. The venue
primarily uses DAS and has steadily improved
connectivity each year, adding a stadium app
with more services this year. Economically, it
makes sense not to go overboard on Wi-Fi that
may not be used more than once a year.
We also saw new technology emerge in the DAS
space at the Super Bowl, where Verizon Wireless
deployed under-seat antennas at Levis Stadium
as part of a network that saw record cellular use.
Over the next year it will be interesting to see
how much DAS and small-cell innovations can
increase capacity in venues.
THE BOTTOM LINE: The can DAS do it all argu-
ment isnt going away, especially for venues that
have sporadic schedules. And since carriers dont
want to lose traffic to Wi-Fi, it will be interesting
to see how quickly cellular technologies can
improve to try to keep pace. -MSR-

What is the state of DAS deployment at your facility?

Full facility DAS in all areas 95.30%

Limited/premium seating only DAS 0.00%
No DAS 0.00%
DAS under construction/planning 4.70%
64 responding

9.4% of respondents
pay for their own
DAS network

8 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

 How long has your facility had a DAS?

First year 6.20%

1-2 years 14.10%
3-4 years 39.10%
5+ years 35.90%
N/A 4.70%
64 responding

What is the functionality of your DAS?

Fully neutral third-party control (any services welcome) 51.60%

Carrier controlled, but open to competitors 31.20%
One or more single-carrier systems, closed to competitors 14.10%
N/A 3.10%
64 responding

Who pays for DAS infrastructure and operation at your facility?

Stadium owner/operator 9.40%

Carrier/s 53.10%
Third party operator (who bills carriers) 28.10%
Decline to answer 9.40%
64 responding

Which carriers are on your DAS?

AT&T 80.60%
Verizon 87.10%
Sprint 50.00%
T-Mobile 48.40%
Other 12.90%
62 responding

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 9

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 Does your DAS provider or carriers provide any KPIs to determine if
DAS is operating at peak efficiency?

Yes 39.10%
No 60.90%

64 responding

DAS Head-end space is:

In stadium 71.90%
In separate facility, but adjacent to stadium 15.60%
In separate facility, remote location 12.50%
64 responding

50%
of respondents
over
report that carriers
for pay for their
DAS infrastructure
and operation 36.%
of respondents
have advanced WiFi
analytics in place

12 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

ANALYTICS: JUST GETTING STARTED
THE MSR TAKE: As our recent feature on Wi-Fi
analytics hinted, and the stats in this years
survey confirmed, analysis of Wi-Fi and other
digital traffic generated by fans in stadiums is still
a process just getting started. Though teams and
venues already gain a lot of information about
ticketing and other hard-result interactions, the
science of taking that information one step
further to predict fan actions is still largely
theoretical. However, teams seem to be putting
more wood behind the arrow: When it comes to
numbers of employees working full time on
CRM and ticketing, those reporting 3-5 full time
employees went up from 37 percent last year to
50 percent this year.
THE BOTTOM LINE: Our feature and our stats
seem to prove our belief that analytics, for many
venues, is a task just getting underway. While
most respondents to the survey seem to have a
solid infrastructure in place for harvesting the
most important data around ticketing there
are still only a scattered amount of plans using
advanced analytics, especially those responding
to fan digital behavior. -MSR-

Do you have advanced Wi-Fi analytics in place?

Yes 36.70%
No 20.00%
Planning/evaluating platforms 36.70%
Interested, no plans yet 6.70%
60 responding

What types of fan data do you track in CRM?

Ticketing 94.20%
Social media activity 40.40%
Concession purchases 28.80%
Parking 34.60%
Loyalty program 48.10%
Online team store purchases 23.10%
Beacon activity 11.50%
Externally generated "Propensity to Buy" scores 34.60%
Demographic data provided by third parties 53.80%
Website access metrics 30.80%
Team app activity 26.90%
52 responding

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 13

 How are you using beaconing?

To support venue wayfinding via app 18.50%

To send marketing messages from nearby 48.10%
stores and concessions
To offer seat upgrades 20.40%
Geofencing for specific venue areas 31.50%
Not using beacons 37.00%
54 responding

Does your CRM system allow you do same-day analysis to make

instant offers or marketing pitches to fans on game day?

Yes 45.30%
No 54.70%

53 responding

How big is your CRM/Ticketing data staff in terms of FT employees?

1-2 25.90%
3-5 51.90%
6-10 11.10%
More than 10 11.10%
54 responding

63%of respondents
use beaconing

14 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

Which companies do you work with on CRM?

SSB 5.70%
KORE 39.60%
Salesforce 32.10%
Microsoft 45.30%
Adobe 9.40%
Turnkey 15.10%
Fan One 5.70%
Acxiom 13.20%
Other 22.60%
53 responding

nearly

72%
of respondents
have a DAS
head-end within
their stadium

most
venues use the team
website and email
as their primary
sales tool

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 15

 FAN ENGAGEMENT
THE MSR TAKE: If there was an emerging trend in
the past year, it was that teams and venues were
taking a longer look at improving services like
parking and concessions, mainly by using digital
technology whenever possible. The emergence
of several new customers for VenueNexts serv-
ices-oriented app platform and the response
by market leader YinzCam to step up its avail-
able services options seem to indicate that
many teams are looking toward services instead
of content to engage fans and learn more about
them via a digital connection.
Thats not to say content is going away indeed, with other services looking to eliminate game-
more teams and venues are adding content
features like video and audio of live action,
especially important for fans not at the venue on
game day. There is also a small but interesting
group of experiments using virtual reality for
in-venue experiences, though none yet with live
VR action.
THE BOTTOM LINE: As public apps like Facebook
and Twitter still dominating the fan use of venue
networks, teams and venue owner/operators still
need to find new and engaging ways to make
fans want to use team or venue apps. Innovative
ticketing plans and easier ways to transfer or
resell tickets seem to be the best way to start,
day pain points like parking and concessions
another good bet. -MSR-

Does your team/facility have its own game-day app

(includes league game-day apps)?

Yes 78.60%
No 21.40%

56 responding

If yes, which features does your facility's game-day app support?

Live play-by-play audio 48.80%

Live video 31.70%
Instant replays 41.50%
Seat upgrades 51.20%
Interactive wayfinding 19.50%
In-seat or express pickup food ordering 26.80%
Digital ticketing 65.90%
Digital parking 31.70%
Loyalty program 41.50%
53 responding

16 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

What is your most successful social media outlet?

Facebook 28.60%
Twitter 59.20%
SnapChat 0.00%
League/team app 0.00%
Email 2.00%
Instagram 10.20%
Vine 0.00%
49 responding

How big is your social media staff?

3+ dedicated FT employees 43.40%

1-2 dedicated FT employees 45.30%
0 dedicated employees,
social media handled in other depts. 11.30%
Outsource/contract 0.00%
53 responding

Do you solicit and use fan comments/tweets on team media outlets?

Yes, in stadium only 25.00%

Yes, online only 5.80%
Yes, both stadium and online 63.50%
No 5.80%
52 responding

Do you solicit and/or use fan-created video clips?

Yes, in stadium only 6.20%

Yes, online only 14.60%
Yes, both stadium and online 27.10%
No 52.10%
48 responding

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 17

 What is your primary digital sales tool?

Email 54.90%
Facebook 2.00%
Twitter 5.90%
Team website 37.30%
51 responding

What advertising method gives the best ROI for marketing spend?

TV 11.60%
Internet 53.50%
Email 30.20%
Radio 2.30%
Newspaper 2.30%
43 responding

What on-site support teams or programs to help fans

connect to Wi-Fi do you have?

Live roaming teams on game days 37.10%

Live staffed help desks/kiosks 31.40%
In-stadium charging stations with printed instructions 22.90%
Scoreboard messages 65.70%
In-stadium static or digital signage 65.70%
35 responding

Is your venue supporting digital wallets for in-venue purchases?

Yes 34.00%
No 66.00%

53 responding

18 STATE OF THE STADIUM TECHNOLOGY SURVEY 2016

 DIGITAL SIGNAGE
Do you have an IPTV platform implemented?

Yes 39.20%
No 60.80%

51 responding

How many digital displays in your venue?

0-200 42.90%
200-500 26.80%
500-1,000 17.90%
1,000-2,000 10.70%
2,000+ 1.80%
56 responding

Do you have a digital display signage software platform?

Yes 28.00%
No 72.00%

50 responding

28%
of respondents
use digital signage
software

STATE OF THE STADIUM TECHNOLOGY SURVEY 2016 19

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